TADHack Truphone Presentation

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TADHack Truphone Presentation

  1. 1. The Future is Bright Building the Mobile Services of the Future James Body Head of Research & Development 1
  2. 2. Introduction
  3. 3. Hello World!
  4. 4. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 Introduction to Truphone v Formed 2006 by James Tagg v Software Cellular Network – selling enabling technology to MNOs v Became an operator – TRUPHONE - ‘Eat our own dogfood’ v Initially an ‘Over The Top’ (OTT) player v Bought GSM Mobile Network Assets from 2008 onwards v Full member of GSMA v New CEO – Steve Robertson (ex-BT Openreach) joined 8/2011 v Strength today – circa 850 employees globally “Truphone – it’s changing the way we communicate” – Network Manager, Nasdaq 100 Biotech Company IN COMMERCIAL CONFIDENCE© 2013 Truphone.Version 1.0. 4
  5. 5. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 v  In 2001 our founder couldn’t get a mobile signal at his farmhouse in Kent, UK v  And he couldn’t behave like normal when doing international business v  He questioned why traditional mobile networks were slow to evolve and address the challenges faced by business and individuals v  He formed Truphone to address these challenges v  Truphone is now a global enterprise v  Over 850 Employees in offices across 10 countries v  Official Technology Partner for Caterham F1 v  Clients cover FTSE 100 and Fortune 500 v  Redefined geography with unique innovative products and service v  Scalable technology infrastructure built with blue chip providers From pasture… …to pit-lane 6
  6. 6. What kind of service/applications do we need to build?
  7. 7. Section © STL Partners 2014
  8. 8. Solving the Name Space Problem
  9. 9. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 • Pluses • Minuses • Other alternative ‘addresses’ 11 Who (or what) is calling me? E.164 Telephone Numbers
  10. 10. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  Today –  Presentation of E.164 number (most of the time) –  Reasonably easy to spoof –  CNAM (Short Alphanumeric Name) – in N America only •  Issues –  Relies on end user (device or person) to recognize calling party –  Not a reliable means of authenticating ID of calling party •  What I want in CLI –  Positive (trusted) authentication of Calling Party –  A much richer CLI •  Full Name •  Organization / Company •  Role(s) •  Contact address(es) •  Picture •  Location/Connection Status 12 Who (or what) is calling me? Caller Line ID
  11. 11. I am not a number – I am a FREE MAN
  12. 12. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  Individuals today have complicated lifestyles •  Communications need to mirror this •  Early systems use –  Personal Profile – owned and managed by individual for private purposes –  Work Profile – owned/managed by employer for business purposes •  BUT – life is not that simple! •  Text should be kept to a minimum –  Fourth level »  Fifth level 14 One Number is NOT good enough Multiple Personae
  13. 13. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  Temporary –  I am selling a car and want to advertise a contact point for potential purchasers to contact me on. •  I do NOT wish to put my PERMANENT contact address(es) •  After the car is sold, the contact address is discarded –  I am a young carefree single person interested in meeting new friends •  I do not wish to disclose PERMANENT contact details until I know and trust the new friend •  If the new contact does not come up to scratch, the contact is discarded –  I am Duty Officer and will be on call for the next for the next 24 hours •  The Duty Officer number remains constant and is well advertised •  At the end of the DO period the number/address is assigned to the next duty individual 15 Examples Multiple Personae
  14. 14. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  Permanent –  International Business •  I do business in multiple countries •  I require local addresses/numbers in multiple countries in order to allow customers/ colleagues to easily contact me –  I already have well known local numbers •  I do not wish to change/discard numbers which I have had for some time as many people know (and use) these to contact me •  I wish to port numbers into my current service and keep the ‘known numbers’ alive –  Numbers/Addresses that are associated with special Groups/Circles •  I am a member of the VUC (VoIP User Conference) •  I support Chelsea FC •  I am a member of the local Parish Council •  I am the Parent of a pupil at Warminster School 16 Examples Multiple Personae
  15. 15. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  Temporary –  I am selling a car and want to advertise a contact point for potential purchasers to contact me on. •  I do NOT wish to put my PERMANENT contact address(es) •  After the car is sold, the contact address is discarded –  I am a young carefree single person interested in meeting new friends •  I do not wish to disclose PERMANENT contact details until I know and trust the new friend •  If the new contact does not come up to scratch, the contact is discarded –  I am Duty Officer and will be on call for the next for the next 24 hours •  The Duty Officer number remains constant and is well advertised •  At the end of the DO period the number/address is assigned to the next duty individual 17 Examples Multiple Personae
  16. 16. Call Handling A Personal Assistant who never forgets
  17. 17. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 • Knows about: – Calling Party – User Status • Where • How connected • Current activities (from schedule) • Current mood/work profile 19 The ‘Gatekeeper’ controlling access to the user Call Handling
  18. 18. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 • Multi-party voicemail • Recording platform • Multiparty call platform (Conferencing+) • Proxy for queries to Location/Status services • Alerting (Like IFTTT) • Multi-transport messaging platform • Media Analysis (e.g. Emotion/Stress) 20 Much more than Voicemail Platform Project INFERNO
  19. 19. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 21 You have received a very ANGRY Voicemail from your wife! Emotional Analysis
  20. 20. Primary and Secondary Communications Channels
  21. 21. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 People have complicated lives – one persona is not enough! Multiple Personae
  22. 22. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  A PRIMARY Communication channel is one that demands direct interaction between the communicating parties •  Normally a human can only handle ONE primary channel at one time •  Primary communications are often INTRUSIVE as they disrupt activities •  Examples (in order of ‘richness/quality’): –  Normal narrowband voice call (Bell Telephone) –  Wideband voice call (Using HD codecs) –  Video session (WebRTC, Skype, Facetime, Google Hangout) –  Face-to-Face conversation 24 Pay Attention! Primary Communication Channels
  23. 23. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  A SECONDARY Communication channels are normally run in the background while the user’s attention is primarily focused on another task •  Humans can handle multiple secondary channels at one time, and are usually alerted to traffic by some form of alert or call-to-action. •  Can be disruptive if channels are ‘noisy’ •  Can be ignored when user is otherwise engaged •  Examples (in order of ‘richness/quality’): –  Conventional SMS (180 characters) –  Instant messaging – IRC, Skype, MSN –  OTT SMS (iMessage, WhatsApp) 25 Multiple concurrent streams Secondary Communication Channels
  24. 24. Network Access
  25. 25. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  I want to MINIMISE the size of my mobile bill •  I want to use ANY radio network •  I want to be able to tie together multiple services from different operators Network access methods A Difference of Opinion
  26. 26. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  I want to MAXIMISE the ARPU of my customers •  I want customers to make maximum use of OUR radio network •  I want customers to ONLY use our mobile network (and our roaming partners) The MNO Perspective A Difference of Opinion
  27. 27. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 •  One User •  One Service •  Multiple Communications Layers –  2G/3G Cellular Mobile –  OTT VoIP/SMSoIP –  WebRTC –  Other operator endpoints –  SATCOM services •  Iridium/Inmarsat 29 A Multi-Layered Model The Truphone Persective
  28. 28. Truphone VIP Program Carrier API
  29. 29. Summary
  30. 30. James Body Head of R&D UK: +44 74088 49622 US: +1 AU: +61 NL: +31 HK: +852 DE: +49 PL: +48 ES: +34 james.body@truphone.com

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